illegal music downloading among college students
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Illegal Music Downloading among college students. A Qualitative, Quantitative and Experimental Study By Brian Sheehan, James Tsao, Ed Russell Syracuse University, S.I. Newhouse School of Public Communications. What We Did. Qualitative Study: Summer 2008 - PowerPoint PPT PresentationTRANSCRIPT
Illegal Music Downloading among college studentsA Qualitative, Quantitative and Experimental Study
By Brian Sheehan, James Tsao, Ed RussellSyracuse University, S.I. Newhouse School of Public Communications
What We DidQualitative Study: Summer 2008
Four focus groups at Syracuse University
15 individual interviews
Data analyzed: Scissors and Sort Technique
Cognitive map development
What we didQuantitative Study: Winter 2009
• 204 surveys at Syracuse University
• 153 samples analyzed
• Multiple regression analysis
Findings
MotivationsPrimary Motivations: Economic, Collection, Social
Surprising order of gratifications contribution: Social, Collection, Economic
Would looking at it from a fundamentally social POV change communications approaches?
Costs and Reinforcements
Costs: Search costs and Technical costs (i.e., viruses) statistically related. Legal costs (e.g., fines) not.
Reinforcements: Optimistic bias, Anti-industry/Musician bias, Social acceptance and Moral conscience all statistically related.
Social acceptance skews Moral conscience.
ModelReinforcements
Moral Conscience (-)**
Anti musicians (-)**
Social Acceptance (+)**
Optimistic Bias (+)**
Perceived Costs
Search (+) *
Legal (-) (ns)
Technical (+) *
Motivations
Social (+)**
Collection (+)**
Economic (+)*
Gratifications
of
Digital
Music
Piracy
Promising Communications Areas
Individual messages that have emotional social aspects
Future Dreams
Embarrassment
Reputation
The power of one (song)
Phase IIICommunications Concept Testing
Controls: Prosecution/Feel Lucky, Virus, Hurt artists
New: Your future/Your dreams, The band you love/that song (Inconvenient Truth), Social virus, Your reputation
Hybrid: Stealing Embarrassment
ExperimentationExperimental groups
Control group
Time frameExperiment: Fall 2009
Data analysis: Winter 2009-Spring 2010
Report: March 2010
Collaboration
Teachingo Advertising campaign to be developed by Newhouse students.
Collaborationo Continued collaboration with RIAAo Involvement with/introduction to Joint Committee of the Higher Education and Entertainment Communities Technology Task Force?
Outreacho Co-sponsor national conference/symposium in Syracuse University focusing on music digital piracy issues
Proposed Budget